That was basically the end of that spat on Dec. 6 until Rocco and a Twitter account associated with Rocco's dad, Jason, reignited things about two weeks later, when both asked for an apology.

They did not get an apology, but they did get an explanation. Bannatyne said Rocco was "rude."

In response to another Twitter user, Bannatyne says Rocco deleted his original tweet to him, a tweet Bannatyne said he didn't notice at first. Rocco followed up the unnoticed tweet with the "rude" one.

And from there, the Twitter beef continued to spiral downward. Bannatyne and Rocco's dad exchanged words, while a number of random Twitter users jumped in to voice their opinions on the matter.

We're not sure if Twitter fights with 13-year-olds are good for business or not, but no PR is bad PR, right?